Collaborates closely with Carta GTM teams (including Marketing, Product, Sales, Customer Success, and Ops) to jointly develop and execute demand generation strategies tailored to General Counsels, Chief Compliance Officers, and Heads of Legal at enterprise PE and VC firms—driving awareness, pipeline, and revenue growth.
Coordinates cross-functional efforts to ensure seamless execution of demand generation campaigns, leveraging insights from product, sales, and customer teams to optimize targeting and messaging.
Develops robust multichannel demand gen plans on an annual and quarterly basis, aligning stakeholders across Carta to roll out impactful campaigns with clear goals, resource allocation (time, people, budget), and key performance indicators (KPIs).
Works resourcefully within organizational constraints (budget, approvals, timing), iteratively testing creative tactics and adjusting programs based on performance data to maximize pipeline and conversion among General Counsels.
Maintains strong internal stakeholder relationships and ensures responsive communication to drive alignment and address input, feedback, and requests relating to lead generation and conversion.
Partners with Carta sales, product, and customer advisory teams to deeply understand the decision journeys, pain points, and informational needs of our target audiences, informing content development and campaign design.
Collaborates with content and customer marketing to produce mid- to bottom-funnel assets (case studies, product guides, customer success stories, webinars, solution briefs, nurture emails) tailored to customer needs and Carta’s value proposition.
Surfaces and shares impactful customer stories and pipeline deals to derive insights, demonstrate value, and drive replication of effective demand gen tactics.
Works with web, performance marketing, and digital teams to create and optimize landing pages, digital content, and conversion points for ICP-focused campaigns.
Interfaces with the social and content marketing teams to activate compelling content on LinkedIn, Twitter, and other networks, amplifying reach and engagement among target audiences.

Requirements

BA required; experience marketing to institutional investors, GCs, or financial stakeholders highly desirable
6+ years’ experience in GTM, demand generation, field marketing, or ABM roles—preferably with a focus on fintech, SaaS, or financial services audiences
Demonstrated expertise in collaborating cross-functionally with revenue teams and influencing senior leaders to advance marketing initiatives
Outstanding communication, project management, and prioritization skills; thrives in a fast-paced, iterative environment
The ability to independently drive high-impact demand generation programs targeting sophisticated GC audiences, while aligning cross-functional teams to shared goals
Deep understanding of modern marketing functions—including digital, field, ABM, content, events, lifecycle—and proven ability to influence resources and priorities across teams to achieve demand generation objectives

Preferred

preferably with a focus on fintech, SaaS, or financial services audiences

Benefits

Carta’s compensation package includes a market competitive salary, equity for all full time roles, exceptional benefits, and, for applicable roles, commissions plans.

Carta

3.6 Glassdoor

Carta is transforming the private marketplace.We connect founders, investors, and limited partners through software purpose-built for private capital. Trusted by 65,000+ companies in 160+ countries, Carta’s platform of software and services lays the groundwork so you can build, invest, and scale with confidence.Carta’s Fund Administration platform supports 9,000+ funds and SPVs, representing nearly $185B in assets under management, with tools designed to enhance the strategic impact of fund CFOs. Carta has been included on the Fortune Best Large Workplaces in Financial Services and Insurance and Best Workplaces in the Bay Area lists, Forbes’ list of the World's Best Cloud Companies, Fast Company's Most Innovative list, Inc.'s Fastest-Growing Private Companies list, and is certified as a Great Place to Work for 2025-2026 (3 years running!). For more information, visit carta.com.

Founded in 2012

San Francisco, California, USA

2K employees (116 in marketing)

www.carta.com

58% recommend to a friend

64% CEO approval

Traffic Signals

Monthly Visitors

1.7M

Monthly Google Ads Budget

$57.7K

Traffic Source Mix

27.2%

Direct

67.5%

Referral

3.7%

Social

Paid

0.4%

Headcount Trend

Current headcount: ~2K

Marketing Team

Marketing Team Size

77 (4% of company)

Median Career Experience

11 years

Median Tenure

2.3 years

Marketing Roles Posted (Last 30 Days)

People

Marketing Leadership

Nicole Baer

Chief Marketing Officer

At the company for 2 years 4 months

Chris Perrins

VP Brand & Creative

At the company for 1 year 6 months

Kelly Kipkalov

Vice President Product and Customer Marketing

At the company for 2 years

Kiira Mancasola

Head of Integrated Marketing and Demand Generation

At the company for 2 years

Funding

Total Funding

$1.2B

Last Raise

$500M

Series G, 5 years ago

Funding History

Aug 2021
Series G • $500M
Apr 2021
Series Unknown
Feb 2021
Secondary Market

Recent News

NYSE Partners with Private Company Platform Carta

Nov 9, 2025 • Markets Media

Why Carta Is Buying Sirvatus

Oct 18, 2025 • Pulse 2.0

MiB: Henry Ward, Carta Chief Executive Officer - The Big Picture

Oct 17, 2025 • The Big Picture

Responsibilities

Collaborates closely with Carta GTM teams (including Marketing, Product, Sales, Customer Success, and Ops) to jointly develop and execute demand generation strategies tailored to General Counsels, Chief Compliance Officers, and Heads of Legal at enterprise PE and VC firms—driving awareness, pipeline, and revenue growth.
Coordinates cross-functional efforts to ensure seamless execution of demand generation campaigns, leveraging insights from product, sales, and customer teams to optimize targeting and messaging.
Develops robust multichannel demand gen plans on an annual and quarterly basis, aligning stakeholders across Carta to roll out impactful campaigns with clear goals, resource allocation (time, people, budget), and key performance indicators (KPIs).
Works resourcefully within organizational constraints (budget, approvals, timing), iteratively testing creative tactics and adjusting programs based on performance data to maximize pipeline and conversion among General Counsels.
Maintains strong internal stakeholder relationships and ensures responsive communication to drive alignment and address input, feedback, and requests relating to lead generation and conversion.
Partners with Carta sales, product, and customer advisory teams to deeply understand the decision journeys, pain points, and informational needs of our target audiences, informing content development and campaign design.
Collaborates with content and customer marketing to produce mid- to bottom-funnel assets (case studies, product guides, customer success stories, webinars, solution briefs, nurture emails) tailored to customer needs and Carta’s value proposition.
Surfaces and shares impactful customer stories and pipeline deals to derive insights, demonstrate value, and drive replication of effective demand gen tactics.
Works with web, performance marketing, and digital teams to create and optimize landing pages, digital content, and conversion points for ICP-focused campaigns.
Interfaces with the social and content marketing teams to activate compelling content on LinkedIn, Twitter, and other networks, amplifying reach and engagement among target audiences.

Requirements

BA required; experience marketing to institutional investors, GCs, or financial stakeholders highly desirable
6+ years’ experience in GTM, demand generation, field marketing, or ABM roles—preferably with a focus on fintech, SaaS, or financial services audiences
Demonstrated expertise in collaborating cross-functionally with revenue teams and influencing senior leaders to advance marketing initiatives
Outstanding communication, project management, and prioritization skills; thrives in a fast-paced, iterative environment
The ability to independently drive high-impact demand generation programs targeting sophisticated GC audiences, while aligning cross-functional teams to shared goals
Deep understanding of modern marketing functions—including digital, field, ABM, content, events, lifecycle—and proven ability to influence resources and priorities across teams to achieve demand generation objectives

Preferred

preferably with a focus on fintech, SaaS, or financial services audiences

Benefits

Carta’s compensation package includes a market competitive salary, equity for all full time roles, exceptional benefits, and, for applicable roles, commissions plans.